Marketing Plan: Company Analysis Assignment
Breana Picchiottino
School of Business, Liberty University Online
BUS 330: Principles of Marketing
Professor Lexi Henegar
May 26th, 2025
Table of Contents
1. Executive Summary (To be added Week 8)
2. Company Description
JPMorgan Chase was established in 1799 originally functioning as New York City’s first
ever water company and utilizing the name The Manhattan Company (JPMorgan Chase & Co.,
2024c). Originally chartered by New York’s state legislature, the company was allowed to
employ spare capital for banking purposes. Shortly after, founders Alexander Hamilton and
Aaron Burr were able to get The Bank of the Manhattan Company operational. By 1868,
numerous predecessors of the firm had been established through the National Bank Act, which
was passed in 1863, including Drexel, Harjes & Co., the earliest predecessor based in Paris,
France. In 1871, J. Pierpoint Morgan merged with Anthony Drexel to form Drexel, Morgan & Co.
which would lead the way as a private merchant bank headquartered in New York and
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specializing in railroad investments. The firm would receive its new name J.P. Morgan & Co. in
1895. Following the world’s post-war era, the 1950s were marked by a consolidation of financial
institutions which included the firm's acquisition of four heritage firms in New York City. The
start of the new century brought about another name change as the firm acquired The Chase
Manhattan Corporation in 2000 and adopted the name J.P. Morgan Chase & Co. After merging
with Bank One in 2004, the periods in the name were removed resulting in the current title of
JPMorgan Chase & Co. Upon the acquisition of Bank One, Jamie Dimon was appointed CEO of
the firm in 2006 and still holds the position to this day (JPMorgan Chase & Co., 2024d). The firm
has continued their expansions by establishing their presence in 48 states with the addition of a
branch in North Dakota in 2021 and acquiring First Republic Bank in 2023 (JPMorgan
Chase & Co., 2024c).
JPMorgan Chase has three recognized business segments which include Consumer &
Community Banking (“CCB”), Commercial & Investment Banking (“CIB”), and Asset & Wealth
Management (“AWM”) (JPMorgan Chase & Co., 2024b). Their consumer business falls into CCB
while wholesale business is under CIB and AWM. Examining their consumer business, CCB
reaches consumers and small businesses through bank branches, ATMs, online banking and
telephone banking. These different outreach methods entail a variety of different departments
including Banking & Wealth Management, Home Lending, Card Services, and Auto. Across all
four of these different departments the services offered include deposits, payments, cash and
investment management, mortgage origination, home equity loans, credit cards, and auto loans
and leases. Continuing on to wholesale business, CIB has two distinct departments, Banking &
Payments, and Markets & Securities. This segment caters mainly to corporate and institutional
clients providing services such as investment banking, lending, and financing as well as risk
assessment, market-making, and Securities Services. Lastly, AWM includes both Asset
Management and Global Private Bank. The department of Asset
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Management provides investment management to a broad range of clients by providing
solutions regarding fixed incomes, equity, and money-market funds. The Global Private Bank is
reserved for high net worth clients and assists them with retirement and estate planning, as
well as brokerage accounts and additional deposit and investment management.
With such expansion and detailed services, JPMorgan Chase has been consistently
recognized for its monumental influence in the financial world. In 2024, Fortune ranked the firm
5th on its list of the World’s Most Admired Companies for the second consecutive year
(JPMorgan Chase & Co., 2024a). Additionally, Times Magazine listed JPMorgan Chase as one of
their 100 Most Influential Companies in 2023. That same year was also big for the firm globally
as they were recognized once again by Fortune on their list of companies changing the world.
Recognition has also been awarded for the firm’s internal structures as LinkedIn placed the
company on their top employers list in 2023 and highlighted the potential for career growth.
3. Strategic Focus and Plan
To examine the strategy of JPMorgan Chase, three specific areas will be explored
indepth. These sectors include the mission of the firm, their financial and nonfinancial goals,
and the core competencies and sustainable competitive advantages that are held by the firm.
Mission
The firm's mission is detailed through five main pillars, their purpose, vision, values,
principles, and promises. JPMorgan Chase is united behind their purpose statement to “Make
Dreams Possible, for everyone, everywhere, everyday” (Dimon, 2023). This purpose statement
communicates the impact that the firm aspires to provide. This pursuit is upheld by their
company vision which lays out the ambition that the firm holds themselves to. The vision
statement states, “We aim to be the most respected financial services firm in the world, serving
corporations and individuals (Dimon, 2023). In order to abide by their vision statement and
achieve their designated purpose, JPMorgan Chase has established five guiding values that are
to unite the mindsets of its employees. These values include service, heart, courage, excellence,
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and curiosity. In addition to these key values, the firm also employs four main business
principles that guide how they work. JPMorgan Chase strives for exceptional client service,
operational excellence, a commitment to integrity, fairness, and responsibility, and a great team
and winning culture. Lastly, the firm makes four promises to its clients, employees,
communities, and shareholders which include powering economic growth, uplifting
communities, championing opportunity and enterprise, and being a great place to work.
Goals
Looking onward to 2025, JPMorgan Chase has established the following growth drivers:
● Nonfinancial Goals (JPMorgan Chase & Co., 2025)
1. To achieve growth in the auto lease department.
2. To see an increase in capital markets activity.
3. To invest in furthered business growth regarding onboarding more bankers and
advisors as well as the establishment of more branches.
4. To invest more into technological products and services.
5. To further technological business and volume growth through the establishment
of public clouds and data centers.
6. To continue driving and increasing demand for card products.
7. To enhance customer engagement.
● Goal Recommendations for the Firm:
1. To prioritize the customer experience by re-evaluating current fees and service
charges for consumer products.
2. To streamline and expand online account openings to enhance efficiency and
convenience for consumers.
3. To establish more Card Service Departments in branches to assist clients more
effectively with credit card inquiries and issues.
● Financial Goals (JPMorgan Chase & Co., 2025)
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1. To achieve a Return on Tangible Common Equity of 17% for 2025.
2. To achieve a Net Interest Income excluding markets of $90 billion for 2025
3. To achieve a Net Interest Income including markets of $94.5 billion for 2025.
4. To operate accordingly with an expense outlook of $95 billion for 2025.
Core Competency and Sustainable Competitive Advantage
The core competencies regarding JPMorgan Chase reflect their unique desires to (1)
establish exceptional client franchises with a consumer centric focus while being the easiest to
do business with and (2) providing long-term shareholder value while being a complete, global,
diversified, and at scale entity (JPMorgan Chase & Co., 2025).
Relating these core competencies to the sustainable competitive advantages that are
held by the firm, JPMorgan Chase has unmatched consumer centric data metrics that are
enhanced by their dedication to expansion. One goal the firm has established is to “Be the Bank
for All” (Aquino, 2024). This goal has led the firm to announce their anticipated expansion into
25 different markets with the addition of 400 new branches, cementing their presence as the
largest financial institution with locations in 48 out of the 50 states (“What Makes JPMorgan”
2023).
Such vast size and growth pursuits are not easily rivaled by competing financial institutions.
JPMorgan Chase is recognized as the number one institution for U.S. retail deposits, the top
issuer of U.S. credit cards, and the primary bank for businesses (JPMorgan Chase & Co., 2025).
Continuously, their pursuit of providing long-term value to their shareholders is demonstrated
through their financial records and continual growth. Revenue in 2024 topped $173 billion and
represented the firm's 9th year of consecutive growth. The ten-year growth for the firm is
double that of its peers including Bank of America, Citigroup, Goldman Sachs, Morgan Stanley,
and Wells Fargo. The firm continues to present itself as the top manager of investments globally
holding client assets of $5.9 trillion in active portfolios (JPMorgan Chase & Co., 2024b). This
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client base and financial revenue is unmatched by other financial firms who do not possess such
size and capital.
References
Aquino, S. (2024). Inside Chase’s Efforts To Embrace Accessibility And “Be The Bank For
Everyone.” Forbes.
https://www.forbes.com/sites/stevenaquino/2024/08/21/inside-chases-efforts-
toembrace-accessibility-and-be-the-bank-for-everyone/
Dimon, J. (2023). Letter to shareholders from Jamie Dimon, annual report 2022. JPMorgan
Chase & Co. https://reports.jpmorganchase.com/investor-relations/2022/ar-
ceoletters.htm
JPMorgan Chase & Co. (2024a). Awards and recognition.
https://www.jpmorganchase.com/about/awards-and-recognition
JPMorgan Chase & Co. (2025). Firm Overview.
https://www.jpmorganchase.com/content/dam/jpmc/jpmorgan-chase-and-co/
investor-relations/documents/events/2025/jpmc-2025-investor-day/firmovervie
w.pdf
JPMorgan Chase & Co. (2024b). FORM 10-K Annual report pursuant to Section 13 or 15(d) of
the Securities Exchange Act of 1934. U.S. Securities and Exchange Commission.
https://www.sec.gov/ix?doc=/Archives/edgar/data/0000019617/000001961725
00
0270/jpm-20241231.htm
JPMorgan Chase & Co. (2024c). History of our firm.
https://www.jpmorganchase.com/about/our-history
JPMorgan Chase & Co. (2024d) Jamie Dimon.
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https://www.jpmorganchase.com/about/leadership/jamie-dimon
What makes JPMorgan (JPM) a compelling buy among big banks. (2023). Nasdaq.
https://www.nasdaq.com/articles/what-makes-jpmorgan-jpm-a-compelling-
buyamong-big-banks
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